Product Marketing Manager II, Retailer Marketing

Overview

About the role

The Retailer Marketing team is seeking a skilled and dynamic Product Marketing Manager II with expertise in omni-channel B2B and B2C marketing. The ideal candidate will be responsible for developing and enabling cross-functional teams via our annual partner marketing plans to drive the success of our retailer-funded marketing programs. This role requires a deep understanding of advertising technology, channel marketing strategies across outbound, inbound, and on-platform channels, first and third party data, and industry and consumer needs. You’ll need to translate technical features and programs into compelling value propositions and messaging that get retailers excited to fund these programs. The Product Marketing Manager II will collaborate closely with cross-functional teams, internal and external, including product, sales, legal, BD, engineering, and the retailer marketing team.

About the Team

While you’re likely familiar with Instacart’s role in consumers’ lives—providing access to the food they love so they have more time to enjoy it together — we also have a thriving B2B business that helps retailers and CPG brands reimagine the ways in which they connect with consumers. This team is made of consumer and business-facing marketers who work to drive revenue and sales by educating, exciting, and accelerating the business for brands and retailers.

About the Job

• Develop and execute comprehensive go-to-market plans for retailer-funded marketing programs, including positioning, messaging, pricing, and promotion.
• Collaborate with product, sales, legal, BD, engineering, and retailer marketing to understand the marketing channel capabilities and translate execution specifications into retailer-facing messaging and collateral. 
• Partner with product, engineering, and channel marketing teams to influence and prioritize campaign and data pipeline projects to build scalable execution workflows across outbound and inbound channels for spend and performance tracking.
• Create and maintain product marketing materials such as datasheets, whitepapers, case studies, and presentations to support sales and marketing initiatives.
• Own go-to-market strategy for pilot and feature launches, developing unique and compelling marketing strategies that resonate with retailers.
• Leverage B2B marketing tactics to drive program adoption from our retailer partners.
• Conduct market research and competitive analysis to identify market trends, retailer and customer needs, and competitive threats in the programmatic advertising space, and use insights to inform product positioning and marketing strategies.
• Work closely with the sales team to develop sales enablement tools and training materials, including product demos, presentations, and competitive battle cards.
• Plan and execute product launches for retailer-funded marketing solutions, including coordinating cross-functional teams, developing launch plans, and managing launch-related activities.
• Monitor and analyze key performance metrics related to marketing and advertising initiatives, including sales performance, customer engagement, and use data to optimize marketing strategies and tactics.
• Stay current on industry trends, technologies, and best practices and share knowledge and insights with the broader team.
• Partner with brand marketing, incentives marketing, product marketing, and retailer marketing teams to develop an annual media kit that can be used by sales, BD, and retailer marketing for external retailer collateral. 

About You

Minimum Qualifications

• Bachelor's degree in marketing, business, or related field
• 5+ years of experience in product marketing in the Retail or technology industry
• Deep understanding of the advertising/marketing ecosystem, with the ability to quickly grasp complex technical concepts and translate them into customer value propositions.
• Excellent written and verbal communication skills, with the ability to create compelling marketing content and effectively articulate product messaging.
• Proven track record of developing and executing successful go-to-market strategies.
• Strong analytical skills and data-driven mindset, with the ability to analyze market trends, customer insights, and competitive intelligence to inform marketing strategies and decision-making.
• Highly organized and detail-oriented, with the ability to manage multiple projects and priorities in a fast-paced environment.
• You have executive presence, understand marketing concepts, and can articulate them to a broad set of audiences
• You enjoy working with external audiences and have strong communication skills

Preferred qualification

• MBA preferred